My Customers Dont Use Social Media You Are Not Your Customer 3 - PowerPoint PPT Presentation

Destroying the 7 Myths of B2B Social Media Jay Baer @jaybaer

Myth #1: My Customers Don’t Use Social Media

You Are Not Your Customer 3

81% of U.S. Online Adults Use Social Media *Forrester 4

Prove It With Social Anthropology Gist.com Rapportive.com 5

Myth #2: Social Media Isn’t Worth the Trouble for B2B

B2B Customers Use Social 86% of business technology buyers engage in some form of social activity for work purposes. *Forrester 7

Social Media is More Important for B2B • Fewer overall customers • Considered purchases • Visibility in funnel • Importance of sales reps Social provides touch points between official CRM campaign elements 8

Impact of Search on Lead Generation Consumers exposed to a brand in social are 2.8x more likely to search *GroupM Search 9

Myth #3: How B2C Uses Social Media Doesn’t Apply

Social Media Reality Check • Do you have customers? • Do you have prospective customers? • Do you have employees? • Do you have competitors? • Do you have a story to tell? Congratulations! You have the raw materials for social media. 11

Key Process = Same for B2B and B2C Social Media Success Process Kinship Harvest drives Customers stories Storytelling Humanization purchase create more about your humanizes creates from new stories for kinship company and company and existing harvesting customers customers Repeat 12

Social Media Strategy = Same for B2B and B2C • Awareness? • Sales? • Loyalty? The only difference between B2B and B2C is certain tactics 13

We’re All Using the Big 4 Social Media Site Usage by Organization Type *MarketingProfs 14

Myth #4: If Nobody Tweets About Us, We Don’t Need Social Media

Give Them Something to Talk About Content Marketing Necessity Scale Amount of chatter about your company in social media Need for your company to create and optimize social content 16

Social Without Content is a One-Legged Stool Content Marketing Usage by Tactic *MarketingSherpa 17

Map Content to Taxonomy Services Consulting Staffing Solutions 18

Map Content to Taxonomy Recipes Mango Corn Bean Verde 19

Map Content to Sales Cycle Graphic coming B2B customers are ready to speak to sales only after gathering 60% of necessary info 20

Centralized and Decentralized Content Your Content on Your Website Your Content Elsewhere Those Who Know You Those Who Don’t Yet 21

Be a Digital Dandelion Think small! 22

Myth #5: Having a “Page” is a Sufficient Social Media Strategy

This is Not a Blood Oath 87% of B2B companies are using Facebook or LinkedIn pages *MarketingSherpa 24

Realities of the News Feed 25

Focus on Being Social, Not Doing Social Share of Search circa 1999 26

Myth #6: Social Media is Just Marketing

Answer the Social Telephone 28

Customer Service to the Outraged Fewer than 1% of Twitter users turn to Twitter as first customer service contact. *ExactTarget 29

Set Expectations 70% of customer complaints on Twitter go unanswered *Maritz 30

The Decision May Not Be Yours 31

Myth #7: Social Media isn’t Measurable

What “It Isn’t Measurable” Really Means: • We don’t know what to measure • We don’t have access to the right data • We d on’t know how to tie data together • We don’t have the time to measure well • We don’t know what the data means 64% of B2B marketers use Web traffic generation as #1 social media metric *eMarketer 33

Social Media-Only Offers 34

Lead Generation 35

Lifetime Customer Value 36

Net Promoter Score 37

ROI of Programs 40 hours/month to produce blog x hourly rate per each blogger ($40) x overhead factor (50%) + amortized design fees ($1,000/month) + monthly hosting fees ($100) + monthly add-ons ($100) ____________________________ = monthly true blogging costs ($3,600) 25 leads/month $4,500 - $3,600 x conversion rate (20%) / $3,600 = x avg. lifetime customer value ($3000) x profit margin (30%) 25% ROI ____________________________ = monthly true blogging revenue ($4,500) ROI = Revenue – Investment/Investment 38

Correlation 39

Share Your Scoreboard 40

7 Myths: • My Customers Don’t Use Social Media • Social Media Isn’t Worth the Trouble for B2B • How B2C Uses Social Media Doesn’t Apply • If Nobody Tweets About Us, We Don’t Need Social Media • Having a “Page” is Sufficient • Social Media is Just Marketing • Social Media Isn’t Measurable

Destroy! 42

Jay Baer www.convinceandconvert.com www.jaybaer.com